Carhartt WIP pop-up shop by MiKi Xu

A T L A N T A

P O P U P S H O P

prepared by: anna rose souther miki (xinyi) xu porsche kates

date prepared: nov 14 2016

T A B L E O F C O N T E N T S

executive summary management plan merchandising/product plan brick-and-mortar location plan web plan summary marketing plan financial plan retail operations appendix

business overview ANNA ROSE LLC. was founded in early 2016 by a senior scad fashion marketing and management student with a background in graphic design and product development. During her time at SCAD she also had multiple retail jobs and intensive internships for apparel companies. Throughout these internships, job opportunities arose and the demand for good graphic designers in the Atlanta area became increasingly high. ANNA ROSE LLC. was started as a way for her to work for multiple companies as a freelance contractor doing graphic design, branding, marketing, and product development. After quickly gaining a strong client base she took on a partner. With his expertise, contacts, and extensive background in the creative industry they strategically curated a team of advisors, investors, contract companies and freelancers

made up of young designers, artists, photographers, videographers, trend forecasters, marketing whiz-kids, event planners, coding specialists and web developers, the company has turned into an innovative thinktank. It gives us the freedom to cast the right people for the project and the flexibility to bring in additional outside experts on niche or specialty projects. It keeps us independent and gives us an advantage because most of our competition follows a more rigid business structure with limited flexibility, creativity, and usually no risk-taking at all. This same independence is also what sets us apart from other creative agencies by giving us the freedom to pursue our own ideas or business ventures using the extensive resources we have. If we come up with a great idea, we have the freedom to create and cultivate it ourselves from conception to reality.

We use trusted resources and research to understand and predict the current and future trends globally and across all industries. We offer a unique and strategic approach to brand, product, business, web, and concept development. Our clients understand that a willingness to take risks is essential to innovation and productivity. We focus on delivering fresh, new ideas and creative solutions for sustainable business growth and revenue-generating results. We aim to consistently stay not only, up-to-date, but knowledgeable and ahead of the curve regarding the latest in technological advances. With any project we take on, we always make sure to differentiate and stand out above the competition. We decided that over the winter holidays we wanted to get more involved with collaborating and working with our local clients

on projects could engage or community interactions their target increasing a etc.

or ideas we think the customer and/ by promoting actual between brands and markets while also brandâ&#x20AC;&#x2122;s awareness,

A few of our team members are avid world travelers who enjoy getting inspiration or ideas from other countries. Throughout their travels, a brand that always stood out and impressed them was Carhartt WIP. It is enormously popular and located in hundreds of locations across Europe, but almost entirely unheard of and unknown to the North American customer. The only north American location is in Soho, NY. We wanted to change that. We feel that there is a gap in the market for this type of apparel and that if promoted correctly it could be hugely successful.

In the digital age, face-to-face engagements play a critical role in creating new impressions and enhancing brand recognition. We wanted to find a way to promote Carhartt WIP and increase the brand awareness in the United States by driving real business results and placing the product and brand message directly into the hands of consumers. From pop-up shops and launch parties, to festivals, mobile tours and marketing events, we will conceptualize, activate, and implement tangible, interactive, custom experiences that touch the target consumer personally. Carhartt WIP has their own radio station with a curated playlist. Recently they did a radio tour across Europe to host pop-up style events in their stores to get more foot traffic in the door, interact with and engage the customer, in turn generating more sales.

We chose to take a similar path by starting a pop-up shop tour that will travel to a few select cities that our team feels is the best market for Carhartt WIP. They will be four-week long popup shops set up inside a boutique or store with a similar aesthetic and complimentary brands. These types of collaborations promote brand awareness, increase actual customer interaction for both parties involved and will be used as a test to determine if Carhartt WIP could be successful in the United States and if so, where will it be most successful and what the best marketing/promotion techniques should be used for the North American customer. Our first stop on the tour will be at WISH in Atlanta, Ga. This business plan will outline and describe the details involved in the implementation and creation of this collaboration and its success.

brand history Carhartt Work In Progress (Carhartt WIP) is a division of the American brand Carhartt, one of the first companies to pioneer workwear in the USA. In 1989, 100 years after Hamilton Carhartt established his business in Detroit, the Carhartt WIP division was established in Europe. “Carhartt WIP has been carefully adapting and modifying Carhartt’s core product characteristics for a different audience of consumers who value refined design and quality while still remaining true to Carhartt’s brand origins.” Their business was built by forming strong, organic relationships with unknown, inspiring, provocative and upcoming figures in music and sport. It quickly became an iconic and well respected brand in underground scenes, from hip- hop to skate, from graffiti to cycling. They also collaborated with labels such as A.P.C., Neighborhood, Patta, Vans, Junya Watanabe and many more.

corporate responsibility

When Carhartt was founded in 1889, Hamilton Carhartt spoke about the role of a responsible business, doing “the just and honest thing, gainful if possible”. These core principles underpinned Carhartt’s approach to business from the very beginning. Swiss national Edwin Faeh started to import a small range of Carhartt workwear in 1989 through his agency ‘All American Concept’, alongside a collection of other brands. In 1994, a distribution network for Carhartt was set up in Europe (Work In Progress Textilhandels GmbH), introducing a selection of classic products from the original workwear collection. Building on the roots from the American company, Carhartt WIP products are today manufactured and sold globally. Production is centered around a company-owned factory in Tunisia with the support of suppliers around the world. We are very aware of the environmental and human rights challenges presented by global sourcing and we have taken a number of important steps to help ensure that our principles are upheld throughout the global network of factories supporting our business. Key steps include:

Adopting a Code of Conduct that establishes expectations for all of our suppliers and licensee relationships. This code provides key baseline expectations for environmental protection, responsible working conditions and fundamental human rights. It is based on the Core Conventions of the International Labour Organization and the UN’s Universal Declaration of Human Rights.

Prior to working with Carhartt WIP, suppliers agree to align their operations with this code and are encouraged to extend the code upstream to their suppliers. Carhartt WIP requires all business partners to periodically renew their commitment to this code. Environmental and labour conditions at Carhartt WIP-sourced facilities are audited and certified by Worldwide Responsible Accredited Production (WRAP or SA8000® Standard; and compliant with the new European REACH Regulation.

*Code of conduct located in appendix

critical success factors •

Carry an assortment that is aesthetically pleasing to our target customer

•

Provide an assortment of size ranges that fit our target customer

•

Strategic planning to avoid markdowns and leftover stock

•

Well planned and executed launch parties and in-store events

•

Early promotion/hype through social media to increase brand awareness and introduce followers to the pop-up shop

•

Positive feedback from influencer promotions

swot analysis strengths:

weaknesses:

- similar aesthetic and price - carhartt wip brand awareness is points with wish products almost nonexistent in the united - great location for target states customers - wish has a unique target customer - timing-holiday season and only a small selection of - free parking with plenty of spots womenswear - exclusive sneaker collection in - our pop-up is over a limited time wish attracts customers period with a small selling space - higher price points

opportunities:

threats:

- future collaborations between wish - possible competition from similar and carhartt wip brands sold at wish - a thriving local art scene - shipping from oversees is costly provides many opportunities for and time consuming with high risk artist collaborations, as well as of late deliveries promotional events that involve - wish employees potentially not and engage the local community being knowledgable enough about - build brand loyalty and image the brand to successfully promote - fill the void for the niche market brand awareness with every customer of unisex style clothing interaction

business structure: anna rose llc. is a limited liability company founded by anna rose souther, who still holds 100% ownership. we will be purchasing the product at wholesale from carhartt wip for the pop-up shops. the product will then be merchandised and stocked within the chosen store. this plan is for wish boutique in atlanta, ga. a percentage of net sales will go to the store at the end of the four weeks. all security, insurance, employees, etc. will be provided by wish.

the management team the management team for the carhartt wip pop up shop consists of porsche kates, anna rose souther and miki (xinyi) xu. we are a team of senior fashion marketing and management students pursuing our bfa at the savannah college of art and design in atlanta, ga. we will use the skills we learned through the rigorous courses we’ve taken throughout our major as well as the diverse knowledge of the retail industry and experiences we each possess from multiple jobs and internships we’ve had over the years to launch a carhartt wip pop-up shop through wish in atlanta, ga. we have completed various courses learning the best research techniques, resources to use, global sourcing, product development, trend forecasting, graphic design, fashion merchandising, retail buying, planning, and control. we have done extensive research into what products will be successful in the atlanta pop-up shop based on price, quality, aesthetic, market analysis, customer profiling, etc. anna rose souther – founder and ceo of anna rose llc. porsche kates – social media and marketing specialist at anna rose llc. miki (xinyi) xu – customer engagement, retail buying, and marketing specialist at anna rose llc.

the management team anna rose souther is the founder of the llc. and handles most of the financial and logistical details of the business. she will also be in charge of planning and executing the in-store events and launch parties. she is the graphic designer who will be creating all the graphic content for e-blasts, invites, ads, and social media as well. porsche is the social media manager and will oversee the selling floor. this includes creating a social media calendar outlining the strategy for the duration of the pop-up shop and the promotional weeks leading up to the opening, merchandising all carhartt wip product within the specific space outlined for the pop-up shop inside of wish, and constantly staying upto-date on inventory control. miki is the buyer for our carhartt wip pop up. she is a business savvy, international student from shanghai, china. her multi-cultural background, experience working for vogue magazine china and elle magazine china make her the best to understand our target customers’ aesthetic and select the best merchandise for our shop. Also, because of her experience with people from various backgrounds she is in charge with customer services affairs. Her goal is to keep our customers well informed and satisfied.

key advisors/mentors •tenisha clarke general manager of wish scad fasm graduate with a focus on retail management •harrison davis business savvy entrepreneur and investor with an extensive background in business and finance •clint lott lawyer •clements, purvis, and stewart cpa clarence stewart - certified public accountant

compensation Wish will receive 20% of final net sales. This will cover the cost of our rent, security, insurance, employees, point of sale systems, etc. The remaining profit will be split equally between the three managers, Anna Rose, Miki, and Porsche. All personnel besides management will be Wish employees. This is included in the percent of earnings Wish receives for rent per our agreement.

communication miki is the carhartt wip customer service expert. she will be providing different avenues for customers to give us feedback. she will be available during store hours to communicate with customers and solve any problems or answer any questions face to face. if someone canâ&#x20AC;&#x2122;t make it to the store to find out about our products they can give wish a call. we aim to be able to provide customer service at any given time. porsche is our social media manager. she will engage and interract with our customers to promote the pop-up shop. on twitter, customers can @ us directly with questions or concerns. we also plan to have a facebook page where customers can communicate with us and other customers by posting product questions or reviews. for example; if one potential customer really likes a coat but he is not sure if it is available at the pop-up or in his size, he can ask the question on our facebook page before coming into the store. lastly, but definitely the most important platform we will utilize is instagram. it is the most used and trending social media app available right now. it is the best way to communicate and promote brand awareness to our target customer. snapchat is one of the newest social media platforms we will be utilizing, but because it has become increasingly popular with our customer, i think it will be a useful tool to involve our customers daily.

throughout the four week period, any customers who take a picture of the popup shop, post it to instagram and tag us will receive a small gift with any purchase. all customers are encouraged to take pictures showing our product to help promote the brand. if your picture is chosen by us we will post it to our official instagram and the lucky customer will receive 20% of their next purchase at wish. valid only after december 25.

government approvals Tag regulation – obtained through Wish Business license –through ANNA ROSE LLC. Building permit - not needed because we will be located within Wish *Signage permit – applied for and obtained through the city of Atlanta Insurance – obtained through Wish and the LLC. *all permits and licenses can be found in the appendix*

merchandising/ product plan

delivery: 21 nov

the majority of the merchandise sold is menswear with a few womenswear products. carhartt wip, as well as many of the brands carried at wish tend to have a more unisex aesthetic, style, and fit. our customer will most likely shop the collection/assortment as unisex.

delivery: 28 nov

delivery: 5 dec

delivery: 19 dec

unique characteristics carhartt wip only has one store in the united states which is in soho, new york, so it is completely unique to atlanta and the entire southeast. even similar stores like wish, that sell all kinds of trendy street wear, haven’t carried carhartt wip yet. our customer is familiar with the original carhartt brand probably worn by their parents years ago. very few are even aware of the european brand, carhartt wip. it presents, clean lines, attention to detail, quality, durability, style, and a streetwear aesthetic. the pop-up shop provides an exclusive and unique shopping experience.

Web Plan Summary • Overview • Internet Strategies • Online Marketing Strategy • Web Development and Hosting • Costs • Buying and Shipping Methods • Future Features

proprietary aspects we will be the only carhartt wip retailer in the southeast and only the second location where actual product is sold in north america besides the store in soho. this gives us full brand exclusivity and no competition when it comes to other retailers carrying our product. as a wholesaler of carhartt wip we are given access to use all logo or trademarks for print or web on marketing and promotional projects.

market trips no market trips are necessary because we are only purchasing from a european brand that does not currently show to any north american retailers. they have provided us with all the necessary line sheets and product specifications/descriptions we need to place our order for the pop-up shop.

markup/markdown policies we will follow the policies and standards set by carhartt wip. most of the apparel stays around or under a 70% markup whereas, some accessories may have a higher markup. we won’t have any markdowns until the last two days of the pop-up. this is to promote last-minute shopping on christmas eve and clear out any and all remaining inventory in stock.

brick-and-mortar location plan atlanta’s style elite are able to find the highly sought-after, limited edition footwear brands which have formed the bastion of wish’s identity, alongside unique, handpicked fashion pieces from international designers under one roof. located in little five points (l5p), wish rests in the center of one of atlanta’s most vibrant and edgy districts. l5p has long been a destination that attracts visitors with multifarious lifestyles, and wish endeavors to expand the fashion offerings for its urbane clientele. the little five points retail space was created by two of new york’s leading design talents, architect raphael berkowitz and designer sam o’donahue. lauren amos, owner and creative driving force behind wish describes the concept behind the store design as the amalgamation of three distinct elements: chaos and anarchy, reflecting the raw urban energy which lies at the very root of the store; repetition and order, reflecting the space’s original municipal use and its actual physical grid-like structure; and an edgy sense of contemporary design reflecting the breakthrough labels now housed in the store. wish is a unique destination housing fashion pieces by less than obvious, breakthrough designers from all over the world. limited supplies of hard to find, much-anticipated wares have been key to wish’s success from the start. one of the southeast’s foremost outlets for the world’s most exclusive footwear brands, wish has long been in the enviable position of being one of a select number of stores throughout the country permitted to sell those brands’ most sought-after, limited-edition lines. long queues of in-the-know clientele have been seen snaking around the block when these coveted brands arrive featuring: nike qs, jordan brand, adidas.

www.wishatl.com

location features the area of little five points is perfect for our target demographic. it is easily accessible with plenty of free parking. It is in a high visibility location due to its position on the street and the surrounding retail establishments. they have also become a store that many celebrities stop to shop at whenever they are in atlanta. we will have no leasehold improvements and 20% percent of final net sales will include any extra fees we will be installing a 5x4â&#x20AC;&#x2122; lightbox sign outside of wish and one inside as well. these will be provided by carhartt.

marketing plan industry profile

from hip-hop to skate, from graffiti to cycling, carhartt wip maintains building a strong relationship with inspiring figures in music and sports. they have adapted and modified carhartt’s core product characteristics for a different audience of consumers who value refined design and quality while still remaining true to the brand’s origins. since 1968 in paris, high-fashion has been inspired by street style. yves saint laurent, vivienne westwood and raf simons, take so many elements of their designs from street wear. harvey nichols, is an international luxury lifestyle brand in london, 63% of its contemporary menswear is streetwear. in 2011, accounting firm grant thorton estimated the streetwear market at $60 billion usd, and for 2015, the streetwear industry was valued at over $90 billion usd. the global sportswear apparel market, which includes surf and skate apparel was valued more than $200 billion for 2015. these statistics show that there is a high demand for this market. there has also been an increasing amount of collaborations done by streetwear brands that are super successful such as supreme x undercover, supreme x jordan, kith x new era and stüssy x kiko kostadinov. each of these collaborations sold out in a matter of days. wish is the go-to spot in atlanta for trendy and fashionable apparel especially when on the topic of streetwear.

market economic factors

atlanta, ga is rapidly developing. many major national and international companies are bringing their headquarters to atlanta. some of atlanta’s most successful businesses with headquarters here are cocacola, home depot, and delta air lines. atlanta is growing faster than we know what to do with. it has quickly become on the major hubs for entrepreneurs because of the low cost of living, technology hubs and diverse talents.

market analysis summary

the target market for our pop up shop is young men and women between 16-35 that enjoy durable, streetwear styles. the biggest reason we choose to hold our pop up in wish is because it already has the audience we are looking to target. wish boutique is in little five points, which is easy to locate via car or marta. this is a super trendy area that is always booming with people. it is popular among tourists because of its alternative, art culture. our target market will generally enjoy the modern and urban lifestyles.

market needs we saw a gap in the market for trendy streetwear attire. besides wish, not many other retailers are up to date on this trend. customers are consistently looking for new brands to shop and since carhartt wip has yet to make it appearance in the south we are hoping wish will be the place it will get discovered. carhartt wip, is already hugely popular in europe and nyc. there are similar streetwear brands being sold in wish, however carhartt wip has its own unique characteristics like durability and attracting designs.

customer profile

our customers are a young and fashionable group of people that love exclusivity and being the first to try new trends. they enjoy the alternative cultures of music, sports and all kinds of small town events. they are people driven by experience. they live in metropolitan areas, and enjoy modern and urban lifestyles. they fall into the lower, middle and higher income brackets and like to spend money on quality clothing. most of these consumers have already shopped at wish but we also might be attracting new customers to the store to fill the trendy streetwear gap in atlanta.

future markets

if the pop up shop works well then atlanta may be the right market to open the second carhartt wip brick and mortar store in united states besides. or another postivie alternative would be wish starting to carry the carhartt wip merchandise regularly in store and online.

competitive analysis 1. stussy stussy is one of the most successful streetwear brands of all-time. they already have brick and morter locations in new york, la, tokyo, london, paris and many other major international cities. the aesthetics and lifestyles has been accepted worldwide. there products can be seen anywhere and everywhere around the globe. the product line has similar price points with carhartt wip. stussy also carries collaboration products with higher price points.

2. huf huf was founded by keith hufnagel in the late 80s in new york city. at that time, skateboarding was not completely accepted by public yet. later, keith moved to san francisco to keep pursing his passion of skateboarding. he founded his business on the â&#x20AC;&#x153;do-it-yourselfâ&#x20AC;? concept which is popular among young people. huf is more popular among skateboarders and they have similar price ranges and assortments with carhartt wip.

competitive advantage

1. quality: carhartt wip is using quality materials on all of the products. 2. price: our price points are cheaper than some of our competitors. 3. location: wish is a super trendy, exclusive shop in atlanta. wish has a similar target customer as carhartt wip and little five points is a great area for attracting a young, trendy audience. 4. designs: our signature designs and logos are on the products. 5. uniqueness: this is only the second shop in the united states besides the one in new york city meaning we have the exclusivity in our pop up shop. we have the upper hand that no other retailers sell our brand. we are only open for a limited time with limited products for the christmas season.

3. supreme supreme is a skateboarding and lifestyle brand from new york city. it was started in the late 90s, but has already achieve huge success. one of the biggest reason for its success is their marketing mood, they only release limited products, which makes their products exclusive. they are not only doing streetwear anymore and their price ranges are a little bit higher than carhartt wip.

advertising and promotion the carhartt wip pop-up shop will open on november 25th. before the grand opening, we will have several events to attract attention in the area. we will have a carhartt wip light box sign outside of wish to attract prospective customers. before our official launch we will send out product to select fashion influencers for instagram coverage. we will implement this important strategy on november 16. getting our product onto the backs of important instagram influencers will tremendously help gain a following in the us and specifically the atlanta area, spreading the word about our pop-up shop. we will be heavily promoting on all platforms november 17-23. the official launch party will take place on november 21. we will have our vip preview with some of wishâ&#x20AC;&#x2122;s most loyal customers and our instagram influencers. black friday is on november 25 and it will be our first day open to the public. each purchase will come with a small gift, such as money off on their next wish purchase. saturday, november 26 will be our carhartt radio event. it will be completely original to atlanta. considering the market here in atlanta, we think it will attract a lot of inspiring artists. also, joe king will be in attendance as an in-store guest artist. after customerâ&#x20AC;&#x2122;s shop, they can get clothing customized by joe himself. the customization will be completely unique to atlantaâ&#x20AC;&#x2122;s carhartt wip pop up. depending on our success with an in-store artist, we have been in contact with others to be future guests as well.

sales strategy wish’s sales associates will be trained on the carhartt wip products and will assist in selling alongside us, the management team. our strategy is to be knowledgeable, and friendly when selling our product. the more we know and train the sales associates to know, the easier it is to drive sales. we will use only one register at wish for checkouts in order to keep an organized track of our sales. the wish sales associates are well trained and have great customer service so we are lucky to have them helping us. in addition, there will be at least one carhartt wip management member in store every day, if not all of the team. this is to oversee operations and make sure our product is being sold knowledgably.

publicity porsche will be working on brand awareness through social media. before our opening, we will send some of our products to fashion influencers on social medias to help promote our pop-up. an advantage we have from holding our pop up in wish is the similar target consumers therefore the typical wish shopper will enjoy exploring what carhartt wip is all about. we will promote in wish three weeks before opening to excite some of wish’s current customers. for the vip preview and opening night, we will have the instagram influencers present for people to meet, mingle and shop with. we also will have local artists promote and come to the popup shop.

promotional events

financial plan evaluating marketing efforts we have a calendar full of marketing events. our official launch party will be the determining factor of how well our social media promotions work. during the launch food and drinks will be completely provided by local restaurants we work with. we are able to advertise in wish for free and because our target consumer fits wish’s aesthetic we are hoping that will be the winner for gaining brand awareness. we have classmates and instagram influencers promoting for us and well as local artists. after our first week live we will hold a meeting to reevaluate our marketing efforts.

sales forecast week week week week

1: 2: 3: 4:

clothing clothing clothing clothing

$5896.35+accessories $7684.05+accessories $11234.8+accessories $17892.8+accessories

$500.65 = total $ 6397 $503.85 = total $ 8187.9 $506.75 = total $ 11740.75 $2087.05 = total $ 19979.85

during week 4 we plan to carry a heavier assortment with more gift-able items so our customers will be able to shop for last-minute christmas gifts.

cash requirements because we have having our pop-up store inside wish, we don’t have to pay for rent, electricity, gas, checkout tools, insurance, furniture, etc. they will receive 20% of our final net sales at the end of the pop-up shop. a loan for start-up expenses would need to be around $17,000.

there are several promotional events like the few mentioned above. the vip preview, the official launch party, the carhartt wip radio tour and local artists in-store events. for the vip preview and launch, we will collaborate with local restaurants to provide us with drinks and snacks. the waiters will be student volunteers. through our connections we will invite many local street wear stars to be seen and talk about our pop up.

financial plan

retail operations reporting policies for the carhartt wip pop up our reporting polices for employees will report to and follow wish’s reporting polices. the sales associates at wish will be trained on the carhartt wip brand but they will still be under authority from the wish management team. our management team at carhartt wip pop up will be working closely alongside the wish management team. daily tasks such as opening and closing the store will be completed as usual for wish employees.

employee development

an employee development training course will be completed over a two-hour meeting period to educate wish employees about the carhartt wip merchandise. the wish sales associates will be informed about the history of carhartt as a brand and how wip came about. this training will allow them to view the product to get an understanding of aesthetic, quality and fit so they are able to sell more knowledgably and efficiently.

staffing levels our management team for carhartt wip (porsche kates, anna rose souther and miki (xinyi) xu) will be in charge of the pop up. we are working closely with the wish management team and well as wish employees to run a successful operation. we will not be hiring additional help.

hours/days of operation store hours: monday – thursday 12 pm – 8 pm friday – saturday 12 pm – 9 pm sunday – 1:00 pm – 7 pm office hours: monday – friday 9 am – 5:30 pm saturday – sunday closed

inventory control porsche is our inventory control manager. it is her job to stay on top of scheduled deliveries and to know what is on the floor and what will go on the floor next. our goal is to keep our product exclusive so each week we have at least 10 new units arriving. the last week, before christmas, we have 15 units scheduled to go live on floor.

security systems/shrinkage control a benefit to having the carhartt wip pop up shop inside wish is the merchandise is monitored by wish’s store cameras as well as by trained sales associates. the wish employee will follow wish’s shrinkage control methods for monitoring merchandise. security is a benefit we get for paying rent to wish, the on-site security guard is monitoring the store grounds all day.

carhartt wip code of conduct As a premium brand, Carhartt WIP is committed to conducting business in a fair and ethical manner. Consistent with this commitment, we have established this Code of Conduct as a minimum set of standards for both our internal operations as well as our business partners. This Code is based on internationally accepted labor standards, including the International Labor Organization’s Core Conventions and the Universal Declaration of Human Rights. While this Code establishes minimum standards, we aspire to partner with companies that share our corporate values and are committed to continuous process improvements as it relates to social and environmental practices. As used herein, the term vendor is defined broadly to cover the range of Carhartt WIP’s supply chain partners, including cut and sew suppliers providing finished garments, direct and “nominated” suppliers of fabrics, trims and other raw materials, license partners, transportation and logistics providers and other supply chain partners.

Employment Relationship - Carhartt WIP vendors and their authorized subcontractors will adopt and adhere

to rules and conditions of employment that respect workers and, at a minimum, safeguard their rights under national and international labor and social security laws and regulations.

Prohibition of Harassment or Abuse - Carhartt WIP vendors and their authorized subcontractors will endeavor to establish workplaces where every employee is treated with respect and dignity. No employee shall be subjected to any physical, sexual, psychological or verbal harassment, abuse or corporal punishment.

Compensation and Benefits - Carhartt WIP vendors and their authorized subcontractors will pay at least

the minimum total compensation required by local law, including all mandated wages, allowances and benefits.

Hours of Work - Carhartt WIP vendors and their authorized subcontractors will conform to hours worked each day, and days worked each week that do not exceed the legal limitations of the countries in which they operate. Vendors will provide at least one day (24 hours) off in every seven-day period, except as required to meet urgent business needs. Vendors are encouraged to control total weekly hours to 60 or less for all employees and to make all overtime voluntary.

Prohibition of Discrimination - Carhartt WIP vendors and their authorized subcontractors will employ,

pay, promote, and terminate workers on the basis of their ability to do the job, rather than on the basis of personal characteristics or beliefs. No person shall be subject to any discrimination in employment, including hiring, compensation, advancement, discipline, termination or retirement, on the basis of gender, race, religion, age, disability, sexual orientation, nationality, political opinion, social group or ethnic origin.

Compliance with Laws and Workplace Regulations - Carhartt WIP vendors and their authorized

Health and Safety - Carhartt WIP vendors and their authorized subcontractors will provide a safe and healthy work environment to prevent accidents and injury to health arising out of, linked with, or occurring in the course of work or as a result of the operation of employers’ facilities. Carhartt production is prohibited in multi-floor factories with more than one tenant. Where residential housing is provided for workers, vendors will provide safe and healthy housing.

Prohibition of Forced Labor - Carhartt WIP vendors and their authorized subcontractors will not use

Freedom of Association & Collective Bargaining - Carhartt WIP vendors and their authorized

subcontractors will comply with laws and regulations in all locations where they conduct business including those relating to labor, social insurances/security, worker health and safety, and the environment. It is further expected that vendors and their authorized subcontractors will cooperate fully with Carhartt in its compliance with laws applicable to Carhartt in countries where Carhartt does business.

involuntary, prison or trafficked labor or labor otherwise obtained by force, fraud or coercion -- indentured, bonded or otherwise.

Prohibition of Child Labor - Carhartt WIP vendors and their authorized subcontractors will not hire any

employees under the age of 15, or under the age interfering with compulsory schooling, or under the minimum age established by law, whichever is greater.

subcontractors shall recognize and respect the right of employees to freedom of association and collective bargaining.

Environmental - Carhartt WIP vendors and their authorized subcontractors will comply with environmental

rules, regulations and standards applicable to their operations, and will adopt responsible measures to mitigate negative impacts that the workplace has on the environment.

code of conduct cont. Customs Compliance - Carhartt WIP vendors and their authorized subcontractors will comply with applicable

customs law and, in particular, will establish and maintain programs to comply with customs laws regarding illegal transshipment of apparel products.

Security - Carhartt WIP vendors and their authorized subcontractors will maintain facility security

procedures to guard against the introduction of non-manifested cargo into outbound shipments (e.g. drugs, explosives, biohazards, and/or other contraband). Vendors are further expected to cooperate with WIP in meeting AEO supply chain security & safety standards.

Bribery and Corruption - Carhartt WIP vendors and their authorized subcontractors will not, in connection with any aspect of their business with Carhartt, directly or indirectly give or offer any bribe, kickback or other improper payment or benefit to influence another individual, company, organization, government official or body, or political party or candidate, regardless of whether it is officially tolerated or condoned. As noted in this Code of Conduct, Carhartt WIP aspires to partner with companies that share its corporate values and are committed to continuous improvement of social and environmental practices. It is our intent that the standards outlined in this Workplace Code of Conduct be applied throughout the global network of vendors involved in the development, manufacture and transport of Carhartt WIP products. Vendors with which Carhartt WIP has a direct contractual relationship are expected to extend these standards to all sub-tier suppliers and to initiate practices to assure that aligned standards are adopted throughout the global supply network supporting Carhartt WIP.

STATE OF GEORGIA

Control Number : 16053182

ARTICLES OF ORGANIZATION

*Electronically Filed* Secretary of State Filing Date: 5/26/2016 11:50:25 AM

Secretary of State

Corporations Division 313 West Tower 2 Martin Luther King, Jr. Dr. Atlanta, Georgia 30334-1530 CERTIFICATE OF ORGANIZATION

I, Brian P. Kemp, the Secretary of State and the Corporation Commissioner of the State of Georgia, hereby certify under the seal of my office that

ANNA ROSE, LLC a Domestic Limited Liability Company has been duly organized under the laws of the State of Georgia on 05/26/2016 by the filing of articles of organization in the Office of the Secretary of State and by the paying of fees as provided by Title 14 of the Official Code of Georgia Annotated.

WITNESS my hand and official seal in the City of Atlanta and the State of Georgia on 06/02/2016

BUSINESS INFORMATION CONTROL NUMBER

16053182

BUSINESS TYPE EFFECTIVE DATE

Domestic Limited Liability Company 05/26/2016

BUSINESS NAME

ANNA ROSE, LLC

PRINCIPAL OFFICE ADDRESS ADDRESS

640 Indian Creek Crossing, Douglas, GA, 31535, USA

REGISTERED AGENT'S NAME AND ADDRESS NAME Anna Rose Souther ORGANIZER(S)

NAME Anna Rose Souther

ADDRESS 640 Indian Creek Crossing, Coffee, Douglas, GA, 31535, USA

TITLE ORGANIZER

ADDRESS 640 Indian Creek Crossing, Douglas, GA, 31535, USA

OPTIONAL PROVISIONS N/A AUTHORIZER INFORMATION AUTHORIZER SIGNATURE Clint Lott AUTHORIZER TITLE Attorney In Fact

DEPARTMENT OF THE TREASURY INTERNAL REVENUE SERVICE CINCINNATI OH 45999-0023 Date of this notice:

06-07-2016

Employer Identification Number: 81-2861520 Form: ANNA ROSE LLC ANNA R SOUTHER SOLE MBR 640 INDIAN CREEK XING DOUGLAS, GA 31535

SS-4

Number of this notice:

CP 575 G

For assistance you may call us at: 1-800-829-4933 IF YOU WRITE, ATTACH THE STUB AT THE END OF THIS NOTICE.

WE ASSIGNED YOU AN EMPLOYER IDENTIFICATION NUMBER Thank you for applying for an Employer Identification Number (EIN). We assigned you EIN 81-2861520. This EIN will identify you, your business accounts, tax returns, and documents, even if you have no employees. Please keep this notice in your permanent records. When filing tax documents, payments, and related correspondence, it is very important that you use your EIN and complete name and address exactly as shown above. Any variation may cause a delay in processing, result in incorrect information in your account, or even cause you to be assigned more than one EIN. If the information is not correct as shown above, please make the correction using the attached tear off stub and return it to us. A limited liability company (LLC) may file Form 8832, Entity Classification Election, and elect to be classified as an association taxable as a corporation. If the LLC is eligible to be treated as a corporation that meets certain tests and it will be electing S corporation status, it must timely file Form 2553, Election by a Small Business Corporation. The LLC will be treated as a corporation as of the effective date of the S corporation election and does not need to file Form 8832. To obtain tax forms and publications, including those referenced in this notice, visit our Web site at www.irs.gov. If you do not have access to the Internet, call 1-800-829-3676 (TTY/TDD 1-800-829-4059) or visit your local IRS office. IMPORTANT REMINDERS:

Keep a copy of this notice in your permanent records. This notice is issued only one time and the IRS will not be able to generate a duplicate copy for you. You may give a copy of this document to anyone asking for proof of your EIN.

Use this EIN and your name exactly as they appear at the top of this notice on all your federal tax forms.

Refer to this EIN on your tax-related correspondence and documents.

If you have questions about your EIN, you can call us at the phone number or write to us at the address shown at the top of this notice. If you write, please tear off the stub at the bottom of this notice and send it along with your letter. If you do not need to write us, do not complete and return the stub. Your name control associated with this EIN is ANNA. You will need to provide this information, along with your EIN, if you file your returns electronically. Thank you for your cooperation.

EDUCATION Savannah College of Art and Design (SCAD) Atlanta, Ga (2013- Present) Lacoste, France (Summer 2014) Savannah, Ga (2012)

B.F.A., Fashion Marketing and Management Graduation, November 2016 Academic Honors Award, 2012-16 Artistic Honors Scholarship, 2012-16 Dean’s List, 2016

SALES ASSOCIATE

Crawford Jewelers, Douglas, Ga (Feb. 2011 - Sep. 2011)

- Assisted with jewelry/watch repair and jewelry appraisals - Worked the cash register - Oversaw in-store visual displays

EXHIBITIONS Open Studio Vernissage

A juried exhibition, Lacoste, France (July 2014)

- Created a hand-sewn conceptual garment made from paper and designed with multiple printmaking techniques

INDUSTRY EXPERIENCE

FREELANCE WORK

LEAD DESIGNER Red’s, Atlanta, Ga (May 2016 - Present)

GRAPHIC DESIGNER Red’s Outfitters, Atlanta, Ga (March 2016 - May 2016)

- Assist Creative Director in design decisions and product developement - Designing new website and app - Clothing and sunglasses CAD work

PRODUCT DEVELOPEMENT ASST. & GRAPHIC DESIGNER Southern Proper LLC., Atlanta, Ga (May 2015 - Present) - Direct and organize a 3 day on location Sample Sale event - Assist Creative Director with product developement - Produce and edit Men’s and Women’s clothing, accessories, footwear, and packaging CADs - Custom logos and CADs for clients - Create tech packs and communicate directly with the sourcing and manufacturing agents

STYLIST

Free People, Atlanta, Ga (Nov. 2014 - June 2015)

- Ensure a strong knowledge of current product and trends in order to style full looks and fulfill client needs - Handle client questions promptly and to their satisfaction

STUDENT DESIGNER Creatures of the Wind Workshop, Lacoste, France (June 2014)

- 5 day workshop in Lacoste, France with Creatures of the Wind designers, Shane Gabier and Christopher Peters. - Completed a process book, mood board, lineup of 10 fully rendered fashion sketches, and one large-scale fashion illustration. Presented to Creatures of the Wind & Lynn Yaeger. - Featured in an article on Vogue.com

INTERN Southern Proper LLC., Atlanta, Ga (Nov. 2012- May 2015)

- Wardrobe director and stylist for a photo-shoot - Manage inventory through Magento - Set up Southern Proper booths and show the current collection to clients at the MRket trade show every season - Travel to client’s stores to host trunk shows

- Logo re-brand - Clothing and sunglasses CAD work - Product developement - Presentation developement

ARIEL, St. Simon’s Island, Ga (as needed) - miscellaneous graphic design

American Spririt Whiskey, Atlanta, Ga (Summer 2015)

- Logo re-design - Clothing & accessories CAD work and product developement

VOLUNTEER EXPERIENCE BACKSTAGE ASSISTANT Belk, Atlanta, Ga (Oct. 2015)

Pink Ribbons Foundation Luncheon & Fashion Show

Simon Malls; Lenox Square, Atlanta, Ga (March 2015) Simon Fashion Now Show

Saks Fifth Avenue, Atlanta, Ga (May 2016)

Etro Fashion Show for Children’s Healthcare of Atlanta

SKILLS Adobe Illustrator - Adobe inDesign - Adobe Photoshop - Microsoft Word - Excel - Powerpoint - Keynote - Fashion Sketching - CAD Mood Board Development - Trend Analysis - Fabric Manipulation Styling - Product Developement - Brand Identity

Porsche Kates

MiKi Xu

86 Kensington St. NE Atlanta, Ga 30307

Hi I’m MiKi Xu, my Chinese name Xinyi. I am 21 years old, come from Suzhou, China. My two biggest interests are fashion and all kinds of sports.

● ● ● ● ● ●

EDUCATION High School

Dulwich International High School

B.F.A

Savannah College of Art and Design

2013 - today

Atlanta / Fashion Marketing and Management (Senior)

League Secretary

Work in school league

PR Minister

Minister of Public Relations Department (Division of Student Union)

2011.10 - 2012.10

Convene monthly conference and collect students’ advice.

Organize school activities: charity aution, graduation prom.

Volunteering

Leader of volunteering teachers of Tongbai county

Assistant Journalist

Assistant journalist in Suzhou TV station

IELTS teacher

IELTS teacher in CINDYA Language Training Center

Magazine assistant

Assistant of the chief editor of <ELLE>China

2013.06

2013.07 - 2013.08 2014.06 - 2014.08 2015.06

Support the education tutorial of poor areas in Henan province. Spent everyday with children there, taught English, Art...... Suzhou, China

Designed to Speaking and Writing. Shanghai, China

SKILLS

Highlights of Qualifications Highly organized and goal oriented Great communication skills Wholesale experience Proficient in Microsoft office, Excel, Photoshop and Illustrator Ability to work in a team- oriented environment Currently taking Marketing, Retail math, and Fashion style and Aesthetic Professional Experience

Suzhou, China

EXPERIENCE 2010.11 - 2011.05

Porsche_Kates@me.com

Objective: To obtain the position as a summer intern to gain more experience on the business side of the fashion industry

404-825-0297 mikixxxy@gmail.com

2010-2013

678-372-4328

Language Skills

Software Skills

Soft Skills

MANDARIN ENGLISH FRENCH

INDESIGN PHOTOSHOP ILLUSTRATION EXCEL

QUICK LEARNER INITIATIVE MULTI-CULTURAL COMMUNICATION

THANKS FOR YOUR TIME

Cici’s of Rome Sales Associate 1/ 13 - 2014 ● Consulted with each customer to understand their needs and guide them to find the perfect special occasion dress ● Managed front of showroom ● Managed inventory of dresses and accessories ● Ensured inventory of designers merchandize was maintained ● Took accurate orders both in person and over the phone Cypress and 5th Intern 5/14 - 9/14 and 11/15 - Present Start-Up Fashion Subscription Box based out of Atlanta, Georgia ● Create marketing plans to help increase awareness ● Develop PR strategies ● Work with buyers to help plan upcoming seasons ● Help customers find the right style for their body type and fashion taste. Have worked with over 500 customers at Cypress and 5th. ● Social media content marketing point of contact RYU Sales Exhibitor 8/13 -Present (event specific) Wholesale clothing company based out of Los Angeles, California ● Build the booths and mannequins, organize merchandise by ready- to-wear pieces and steaming what is necessary ● Take orders for buyers as well as presenting our best sellers ● Top selling booth in Atlanta Visual Merchandising for AmericasMart Freelance September 2015 and October 2015(event specific),  “The Vow” Bridal show September 2015  Spring Apparel Mart October 2015  Worked with the fashion office to achieve the goal of completing six window displays  Pulled merchandise from booths to style mannequins based off mood boards made by the fashion office  Put together window displays, touched up mannequins and typed up reference sheets to give booths credit for merchandise Savannah College of Art and Design Teen Vogue Fashion University Kell High School

Education Fashion Marketing and Management Business Fashion Seminar Diploma

Junior 2015 2012